Seeking Beauty Through Nutrition

Table of Contents

• DATAMONITOR VIEW
  • CATALYST
  • SUMMARY
  • METHODOLOGY
  • TABLE OF CONTENTS
• ANALYSIS
  • TREND: Health and diet are increasingly linked to physical attractiveness
  • Women consider a broad range of factors, well beyond personal care products, to affect appearance
  • Diet is increasingly perceived to affect looks
  • TREND: Consumers are supplementing diets to maintain and enhance their looks
  • Oral beauty supplementation is growing fast
  • Spending varies significantly by country
  • INSIGHT: Affluent aging women are the key Seeking Beauty Through nutrition
  • Affluent aging females are a growing demographic
  • Older consumers possess greater levels of disposable income
  • Older consumers increasingly desire youthfulness
  • Senior consumers view themselves as being younger
  • 35 to 64 year olds are strongly concerned with anti-aging
  • Older consumers are most concerned by nutrition and the keenest to supplement diets
  • Female Seniors consume more vitamin and mineral supplements than any other group
  • INSIGHT: Younger women are a secondary market
  • Ever-younger women are concerned by aging
  • Many young women are unhappy with the condition of their skin
  • Insight: Men are an under-targeted growth potential
  • Men have increasingly open-minded attitudes towards personal care, as a result of vanity and necessity
  • INSIGHT: Consumers have trust issues with functional beauty claims
  • Consumer confusion over efficacy of beauty supplements remains
  • Encouragingly consumers are open minded and receptive to the idea of achieving beauty through nutrition
  • Consumers' desire for credibility means they trust products with specific benefits
  • INSIGHT: Consumers are seeking professional results from anti-aging personal care
  • Conclusions
• ACTIONS
  • Develop food, drinks and supplements that offer beauty benefits for consumers
  • Tailor product format and benefits to the relevant positioning and category
  • "Better-for-you" categories represent a major opportunity
  • Ensure food and drink new product development contains specific skin-healthy ingredients
  • Look to innovative cross-category offerings to determine future trends
  • Demystify oral beauty by promoting it as part of everyday skin nutrition
  • Give consumers proper information on the benefits of beauty from within
  • Use the Internet to develop new 'online communities' to inform consumers
  • Provide simplicity in your communications and the shopping experience for consumers
  • Use credibility and specificity to overcome consumers' natural skepticism
  • Engage respected expert opinion to boost product credibility
  • Offer specific results, not all-rounder benefits
  • Extend marketing efforts beyond affluent middle-aged women
  • Target the core group of affluent Mid-lifer and Senior women
  • Promote preventative nutrition to Young Adult and Early Mid-lifer women
  • Focus on specific needs when promoting oral beauty products to men
  • Generate a buzz around oral beauty products
  • Provide rewards as part of a tailored viral strategy
  • Don't forget that functionality is key
  • Focus on selling lifestyle benefits and making you feel good today
  • Provide lifestyle beauty food and drinks that taste great
  • Apply the same health positioning to beauty supplements
• APPENDIX
  • Supplementary data
  • Definitions
  • Extended methodology
  • Further reading
  • Ask the analyst
  • List of Tables
    • Table 1: Oral beauty supplements consumer spending in Europe and the US (US$m), 2000-2010
    • Table 2: Female age groups as a percentage of the total female population by country (% total female population) 2000-2010
    • Table 3: Although many consumers have trust issues regarding oral beauty supplementation, many can be tempted to try it and are seeking better beauty solutions
    • Table 4: Oral beauty supplements consumer spending in France, by category (US$m), 2000-2010
    • Table 5: Oral beauty supplements consumer spending in Germany, by category (US$m), 2000-2010
    • Table 6: Oral beauty supplements consumer spending in Italy, by category (US$m), 2000-2010
    • Table 7: Oral beauty supplements consumer spending in the Netherlands, by category (US$m), 2000-2010
    • Table 8: Oral beauty supplements consumer spending in Spain, by category (US$m), 2000-2010
    • Table 9: Oral beauty supplements consumer spending in Sweden, by category (US$m), 2000-2010
    • Table 10: Oral beauty supplements consumer spending in the UK, by category (US$m), 2000-2010
    • Table 11: Oral beauty supplements consumer spending in the rest of Europe, by category (US$m), 2000-2010
    • Table 12: Oral beauty supplements consumer spending in Europe, by category (US$m), 2000-2010
    • Table 13: Oral beauty supplements consumer spending in the US, by category (US$m), 2000-2010
    • Table 14: Oral beauty supplements consumer spending in Europe and the US, by category (US$m), 2000-2010
    • Table 15: Definitions of terms
  • List of Figures
    • Figure 1: French and US consumers are most amenable to oral beauty supplementation
    • Figure 2: Fear of aging' is strongest among 35 to 64 year olds who perceive appearance as important and are least happy with their age
    • Figure 3: Implied over- or under-consumption of vitamin and mineral supplements by age and gender shows that female Seniors are more likely to supplement diets
    • Figure 4: A large proportion of consumers lack trust in the claims made by personal care and food & drink companies
    • Figure 5: The proportion of oral beauty supplements that offer specific body-part benefits are growing in both Europe and the US as consumers seek more credible and efficacious products
    • Figure 6: Kaiku yogurt adds skin and hair benefits to a healthy yogurt-based drink
    • Figure 7: Confectionery categories may help make beauty products more palatable and convenient
    • Figure 8: Oenobiol's Hydrapulp offers innovative benefits that blurs the boundary between supplementation and cosmetic surgery
    • Figure 9: Dole Foods has launched a website dedicated to the diet/beauty crossover
    • Figure 10: Murad's product range provides specific targeted benefits
    • Figure 11: Nourkrin hair growth supplement is targeted at men as well as women
    • Figure 12: Functional products can also have an immediate well-being positioning